Many people dream of living on the shore, especially in retirement. But owning property on the coast can be, expensive. Masonicare, a premium senior living and care organization, had an opportunity to build a brand new senior rental community in the charming shoreline town of Mystic, Connecticut. But, how could Masonicare attract residents to this exciting new community while it was still in the planning stages?

Many people dream of living on the shore, especially in retirement. But owning property on the coast can be, expensive. Masonicare, a premium senior living and care organization, had an opportunity to build a brand new senior rental community in the charming shoreline town of Mystic, Connecticut. But, how could Masonicare attract residents to this exciting new community while it was still in the planning stages?

ChallengeDevelop a brand for a new senior living complex near the shoreline in Mystic, Connecticut prior to construction.

ChallengeDevelop a brand for a new senior living complex near the shoreline in Mystic, Connecticut prior to construction.

ChallengeDevelop a brand for a new senior living complex near the shoreline in Mystic, Connecticut prior to construction.

SolutionCreate a brand to deliver the vision and generate awareness to attract residents, prior to construction being completed.

Brand Identity (Logo)

Brand Identity (Logo)

Brand Identity (Logo)

Inspired by beautiful sunrises and seagulls, the brand identity captures the ‘romance’ of shoreline living while keeping within Masonicare’s existing brand guidelines. The circular shape mimics the sun, while two pillars (representing independent and assisted living) are connected by a seagull to form the letter M (symbolizing Masonicare and Mystic). The identity serves as the brand face for Masonicare at Mystic’s marketing efforts and continues to embody the spirit of this premier shoreline senior living community.

Inspired by beautiful sunrises and seagulls, the brand identity captures the ‘romance’ of shoreline living while keeping within Masonicare’s existing brand guidelines. The circular shape mimics the sun, while two pillars (representing independent and assisted living) are connected by a seagull to form the letter M (symbolizing Masonicare and Mystic). The identity serves as the brand face for Masonicare at Mystic’s marketing efforts and continues to embody the spirit of this premier shoreline senior living community.

Inspired by beautiful sunrises and seagulls, the brand identity captures the ‘romance’ of shoreline living while keeping within Masonicare’s existing brand guidelines. The circular shape mimics the sun, while two pillars (representing independent and assisted living) are connected by a seagull to form the letter M (symbolizing Masonicare and Mystic). The identity serves as the brand face for Masonicare at Mystic’s marketing efforts and continues to embody the spirit of this premier shoreline senior living community.

Inspired by beautiful sunrises and seagulls, the brand identity captures the ‘romance’ of shoreline living while keeping within Masonicare’s existing brand guidelines. The circular shape mimics the sun, while two pillars (representing independent and assisted living) are connected by a seagull to form the letter M (symbolizing Masonicare and Mystic). The identity serves as the brand face for Masonicare at Mystic’s marketing efforts and continues to embody the spirit of this premier shoreline senior living community.

Inspired by beautiful sunrises and seagulls, the brand identity captures the ‘romance’ of shoreline living while keeping within Masonicare’s existing brand guidelines. The circular shape mimics the sun, while two pillars (representing independent and assisted living) are connected by a seagull to form the letter M (symbolizing Masonicare and Mystic). The identity serves as the brand face for Masonicare at Mystic’s marketing efforts and continues to embody the spirit of this premier shoreline senior living community.

Volunter Models A Day in Mystic

Volunter ModelsA Day in Mystic

Volunter ModelsA Day in Mystic

Volunter Models A Day in Mystic

Volunter Models A Day in Mystic

Using volunteers from Masonicare’s existing communities as models, (everyone signed a model release) we photographed their entire day exploring the area attractions, including the shops on main street, Mystic Seaport, Mystic Aquarium, and the model apartment in the sales office. The photography became the main visuals for the website and marketing materials.

Valuable insights were gained from each volunteer about their experience and what they loved about the area – many wanted to live here once construction was complete! Their insights provided a first hand view of our target audience’s thoughts and behaviors. These helped drive the content for sales and marketing communications.

Using volunteers from Masonicare’s existing communities as models, (everyone signed a model release) we photographed their entire day exploring the area attractions, including the shops on main street, Mystic Seaport, Mystic Aquarium, and the model apartment in the sales office. The photography became the main visuals for the website and marketing materials.

Valuable insights were gained from each volunteer about their experience and what they loved about the area – many wanted to live here once construction was complete! Their insights provided a first hand view of our target audience’s thoughts and behaviors. These helped drive the content for sales and marketing communications.

Using volunteers from Masonicare’s existing communities as models, (everyone signed a model release) we photographed their entire day exploring the area attractions, including the shops on main street, Mystic Seaport, Mystic Aquarium, and the model apartment in the sales office. The photography became the main visuals for the website and marketing materials.

Valuable insights were gained from each volunteer about their experience and what they loved about the area – many wanted to live here once construction was complete! Their insights provided a first hand view of our target audience’s thoughts and behaviors. These helped drive the content for sales and marketing communications.

Using volunteers from Masonicare’s existing communities as models, (everyone signed a model release) we photographed their entire day exploring the area attractions, including the shops on main street, Mystic Seaport, Mystic Aquarium, and the model apartment in the sales office. The photography became the main visuals for the website and marketing materials.

Valuable insights were gained from each volunteer about their experience and what they loved about the area – many wanted to live here once construction was complete! Their insights provided a first hand view of our target audience’s thoughts and behaviors. These helped drive the content for sales and marketing communications.

Using volunteers from Masonicare’s existing communities as models, (everyone signed a model release) we photographed their entire day exploring the area attractions, including the shops on main street, Mystic Seaport, Mystic Aquarium, and the model apartment in the sales office. The photography became the main visuals for the website and marketing materials.

Valuable insights were gained from each volunteer about their experience and what they loved about the area – many wanted to live here once construction was complete! Their insights provided a first hand view of our target audience’s thoughts and behaviors. These helped drive the content for sales and marketing communications.

Shoreline Living for Seniors

Shoreline Living for Seniors

Shoreline Living for Seniors

Shoreline Living for Seniors

Messaging

Messaging

Messaging

Messaging

Messaging

The central message for Masonicare at Mystic’s marketing campaign was created to appeal to the target audience’s life-long dream of living at the shoreline.

The central message for Masonicare at Mystic’s marketing campaign was created to appeal to the target audience’s life-long dream of living at the shoreline.

Website

Website

Website

Keeping the website user friendly was a top priority. Visitors will always be one click away from the information they are seeking. To accomplish this, a vertical bar contains the navigation, call to action, and up coming events - all of which were fixed (always present) no mater where a visitor was on the website.

A key feature built into the website allows each visitor to increase or decrease the type size on the website, depending on their preference. Readability is important for visitors with visual impairments.

Keeping the website user friendly was a top priority. Visitors will always be one click away from the information they are seeking. To accomplish this, a vertical bar contains the navigation, call to action, and up coming events - all of which were fixed (always present) no mater where a visitor was on the website.

A key feature built into the website allows each visitor to increase or decrease the type size on the website, depending on their preference. Readability is important for visitors with visual impairments.

Information Folder

Information Folder

Information Folder

Information Folder

Information Folder

The information folder serves two purposes. First, to provide visitors to the sales office (which included a full-scale apartment model) with information to remind them of their visit. Second, to mail prospective residents the information when requested from the website. The folder contained frequently asked questions, apartment plans, fee schedule, and an overview brochure.

The information folder serves two purposes. First, to provide visitors to the sales office (which included a full-scale apartment model) with information to remind them of their visit. Second, to mail prospective residents the information when requested from the website. The folder contained frequently asked questions, apartment plans, fee schedule, and an overview brochure.

The information folder serves two purposes. First, to provide visitors to the sales office (which included a full-scale apartment model) with information to remind them of their visit. Second, to mail prospective residents the information when requested from the website. The folder contained frequently asked questions, apartment plans, fee schedule, and an overview brochure.

The information folder serves two purposes. First, to provide visitors to the sales office (which included a full-scale apartment model) with information to remind them of their visit. Second, to mail prospective residents the information when requested from the website. The folder contained frequently asked questions, apartment plans, fee schedule, and an overview brochure.

The information folder serves two purposes. First, to provide visitors to the sales office (which included a full-scale apartment model) with information to remind them of their visit. Second, to mail prospective residents the information when requested from the website. The folder contained frequently asked questions, apartment plans, fee schedule, and an overview brochure.

Advertising

Advertising

Advertising

The strategy for Masonicare was to gain early awareness from Connecticut, Rhode Island, and New York residents and point prospects to the website to learn more.

The strategy for Masonicare was to gain early awareness from Connecticut, Rhode Island, and New York residents and point prospects to the website to learn more.